More Than Half of Online Ads Fail Viewability Standard

Units collide up to 7 percent of the time, says AdSafe Media

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The online ad industry’s Making Measurement Make Sense (3MS) initiative calls for a new viewability metric that would only measure when 50 percent of an ad is in view for at least one second. The problem is, fewer than half of online ads meet that standard, according to a forthcoming study due out Tuesday.

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